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    Kraft Expands LiveActive Line

    The CPG giant now offers cereal and drink mixes containing prebiotics.

    Kraft Foods this month rolled out LiveActive Cereal from Post and LiveActive On The Go Drink Mix from Crystal Light as part of the product line In addition to LiveActive Natural Cheese Snacks from Kraft and LiveActive Cottage Cheese from Breakstone's/Knudsen.

    Both new products contain a prebiotic fiber called inulin, said Kraft, citing research indicating that eating as little as eight grams of the dietary fiber daily can help promote the growth of the body's "good" bacteria. The original LiveActive products debuted last year.

    As opposed to probiotics, which are live cultures that can be eaten to aid digestive health, prebiotics act as fuel for probiotics.

    "It's time for Americans to get proactive about incorporating prebiotics and probiotics into their diet," noted Leslie Bonci, MPH, RD of the University of Pittsburgh Medical Center. "Nearly 75 percent of consumers prefer to get their prebiotics and probiotics from foods in their everyday diet than take a dietary supplement."

    According to the National Health Interview Survey from National Center for Health Statistics, between 60 and 70 million Americans suffer from some sort of digestive health condition.

    LiveActive Cereal is available in Mixed Berry Crunch and Nut Harvest Crunch. A 13-ounce box retails for a suggested $3.79 LiveActive Drink Mix, which features added prebiotic fiber, comes in Natural Mixed Berry and Natural Raspberry Peach flavors. The drink mix is the basis of a 10-calorie beverage with 100 percent of the daily value of vitamin C per serving. A 10-count package retails for a suggested $3.29, and a 14-count package goes for a suggested $4.49. Both LiveActive Cereal and Drink Mix provide three grams of inulin per serving.

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